Visitor Tracking Data Structure for Ad Campaign Optimization
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Solution Overview
Problem
Current methods for tracking unique visitors across multiple websites are inefficient, as they rely on extensive processing of cumulative user data to determine the most cost-effective combination of websites for advertising campaigns, which is computationally intensive and resource-heavy.
Innovation Solution
A computer-implemented method that maintains a data structure to track records of visitors across combinations of websites, using cookies to identify unique visitors and update database records efficiently, allowing for fast determination of the most effective website combinations for maximum exposure at minimal cost.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If extensive processing of cumulative user data is performed to determine the most cost-effective combination of websites for advertising campaigns, then measurement precision of unique visitor tracking is improved, but use of energy and computational resources increases significantly
Solution Approach 1:
The patent applies preliminary action by pre-processing and storing visitor identification data (cookies, device identifiers) at the source websites before advertising campaign analysis. This allows the advertising system to retrieve pre-computed visitor information rather than performing extensive real-time processing of cumulative user data, thereby reducing computational resource consumption while maintaining tracking accuracy.
Solution Approach 2:
The patent extracts only the necessary visitor identification information (such as cookie presence, device identifiers) from the cumulative user data at source websites, rather than processing and analyzing all cumulative user data. This extraction approach reduces the data volume requiring further processing while preserving the ability to accurately determine unique visitors across multiple websites.
2Loss of information
If cumulative user data from multiple websites is collected and processed, then completeness of visitor information is improved, but device complexity and processing time increase
Solution Approach 1:
The patent segments the visitor tracking system into independent components: source websites that collect and store visitor identification data, and advertising websites that retrieve and analyze this pre-stored data. This segmentation allows each component to perform its function with simpler processing, while the overall system maintains complete visitor information through the distributed architecture.
Solution Approach 2:
The patent introduces an intermediary mechanism in the form of pre-stored visitor identification data (such as cookies or device identifier records) that bridges source websites and advertising websites. This intermediary allows advertising websites to obtain complete visitor information without directly implementing complex data collection and processing infrastructure, thereby reducing device complexity while maintaining information completeness.
3Productivity
If real-time processing of visitor data is performed across multiple websites, then productivity of advertising campaign optimization is improved, but use of energy and computational resources increases
Solution Approach 1:
The patent applies preliminary action by having source websites pre-collect and store visitor identification data before advertising campaign analysis is needed. This allows advertising websites to perform rapid queries on pre-organized data rather than performing real-time processing of raw cumulative user data, thereby achieving fast advertising campaign optimization with reduced server processing energy consumption.
Data Source
AI summary
A method for uniquely identifying an initial exposure of a visitor to an advertisement campaign is provided. The method includes causing a web browser to call an overlap server upon serving of an advertisement of the advertisement campaign; storing, by the overlap server, an overlap data structure in any one of the web browser and a web server, wherein the overlap data structure is coded to identify the advertisement campaign, a host website through which the visitor is exposed to the advertisement campaign, and an indication as to whether the advertisement campaign was previously visited by the visitor of the web browser; and processing, by the overlap server, the overlap data structure to determine the initial exposure of the visitor to the advertisement of the advertisement campaign and the host website through which the visitor was exposed to the advertisement campaign.